Marketing workbook: Grundlagen, Aufgaben & Fallstudien
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Göttingen
GHS
2012
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | VII, 235, CCXXXVI - CCXLIV Ill., graph. Darst. 26 cm |
| ISBN: | 9783925327988 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV039945979 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 120308s2012 gw ad|| |||| 00||| ger d | ||
| 015 | |a 12,B08 |2 dnb | ||
| 016 | 7 | |a 1019583142 |2 DE-101 | |
| 020 | |a 9783925327988 |c kart. : EUR 18.95 (DE), EUR 19.50 (AT) |9 978-3-925327-98-8 | ||
| 024 | 3 | |a 9783925327988 | |
| 035 | |a (OCoLC)778480676 | ||
| 035 | |a (DE-599)DNB1019583142 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a ger | |
| 044 | |a gw |c XA-DE-NI | ||
| 082 | 0 | |a 658.8 |2 22/ger | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 100 | 1 | |a Eckardt, Gordon H. |d 1970- |e Verfasser |0 (DE-588)123619688 |4 aut | |
| 245 | 1 | 0 | |a Marketing workbook |b Grundlagen, Aufgaben & Fallstudien |c Gordon H. Eckardt ; Marco Hardiman |
| 246 | 1 | 3 | |a Marketing-workbook |
| 246 | 1 | 0 | |a Marketing-Workbook |
| 264 | 1 | |a Göttingen |b GHS |c 2012 | |
| 300 | |a VII, 235, CCXXXVI - CCXLIV |b Ill., graph. Darst. |c 26 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Literaturangaben | ||
| 700 | 1 | |a Hardiman, Marco |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024803972&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-024803972 | ||
Datensatz im Suchindex
| _version_ | 1804148915381993472 |
|---|---|
| adam_text | Titel: Marketing workbook
Autor: Eckardt, Gordon H.
Jahr: 2012
Inhalt
I Komprimierte Grundlagen zum Marketing...................................................................................................1
1 Begriffliche und konzeptionelle Grundlagen.................................................................................................1
2 Analyse und Verständnis der Marktsituation................................................................................................7
2.1 Instrumente der strategischen Analyse und Informationsgewinnung..................................................7
2.1.1 SWOT-Analyse............................................................................................................................8
2.1.2 GAP-Analyse.............................................................................................................................12
2.1.3 Produktlebenszyklusanalyse....................................................................................................13
2.1.4 Portfolioanalyse.......................................................................................................................17
2.1.5 Positionierungsanalyse.............................................................................................................20
2.2 Erforschung des Kaufverhaltens..........................................................................................................23
2.2.1 Das Kaufverhalten von Konsumenten......................................................................................24
2.2.2 Das Kaufverhalten von Organisationen....................................................................................30
2.3 Grundlagen und Methoden der Marktforschung................................................................................32
2.3.1 Arten der Marktforschung.......................................................................................................32
2.3.2 Marktforschungsprozess..........................................................................................................33
2.3.3 Quellen, Umfang und Qualität der Marktforschung................................................................34
2.3.4 Methoden der Primärerhebung...............................................................................................37
2.3.5 Datenanalyse............................................................................................................................41
3 Festlegung der Marketingziele.....................................................................................................................43
4 Formulierung der Marketingstrategien.......................................................................................................47
4.1 Abnehmergerichtete Strategien..........................................................................................................48
4.1.1 Marktfeldstrategien.................................................................................................................48
4.1.2 Marktstimulierungsstrategien..................................................................................................53
4.1.3 Marktparzellierungsstrategien.................................................................................................56
4.1.4 Marktarealstrategien...............................................................................................................59
4.2 Strategieprofil und konkurrenzgerichtete Strategien.........................................................................61
4.2.1 Strategieprofil..........................................................................................................................61
4.2.2 Konkurrenzgerichtete Strategien.............................................................................................62
4.3 Absatzmittlergerichtete Strategien.....................................................................................................63
4.4 Instrumentalstrategien........................................................................................................................64
5 Gestaltung der Marketinginstrumente (Marketingmix)..............................................................................66
5.1 Produkt-und Leistungspolitik..............................................................................................................66
5.1.1 Programmgestaltung................................................................................................................68
5.1.2 Produktgestaltung....................................................................................................................70
5.1.3 Markenmanagement................................................................................................................72
5.1.4 Produktinnovation...................................................................................................................75
5.2 Preis-/Kontrahierungs- und Konditionenpolitik..................................................................................80
5.2.1 Bestimmung und Festlegung des Preises.................................................................................81
5.2.2 Preisstrategien.........................................................................................................................88
5.2.3 Preisdifferenzierung.................................................................................................................90
5.2.4 Konditionenpolitik....................................................................................................................91
5.3 Distributionspolitik..............................................................................................................................93
5.3.1 Akquisitorische Distribution.....................................................................................................94
5.3.2 Physische Distribution (Marketinglogistik).............................................................................105
5.4 Kommunikationspolitik......................................................................................................................107
5.4.1 Prozess der Kommunikationsplanung....................................................................................109
5.4.2 Instrumente der Kommunikationspolitik...............................................................................110
5.4.3 Planungs- und Entscheidungsprozess einer Werbekampagne..............................................115
6 Marketing im Umfeld des Internet............................................................................................................125
6.1 Neue Optionen und Rahmenbedingungen........................................................................................125
6.2 Klassische Online-Werbung...............................................................................................................125
6.3 Marketing für Suchmaschinen...........................................................................................................127
6.4 Social Media-Marketing....................................................................................................................128
6.4.1 Das Web wird social...............................................................................................................128
6.4.2 Verbraucheremanzipation durch Social Media......................................................................129
6.4.3 Zielgerichtete Entwicklung von Social Media-Strategien.......................................................130
II Begleitfallstudie - Fruit Juice GmbH ...................................................................................................131
1 Der Gesamtmarkt.......................................................................................................................................131
2 Die Produkte..............................................................................................................................................131
3 Die Konsumenten.......................................................................................................................................132
4 Der Wettbewerb........................................................................................................................................133
5 Der Vertrieb...............................................................................................................................................134
6 Die Kommunikation...................................................................................................................................134
7 Rechtliche Rahmenbedingungen...............................................................................................................135
8 Das Fallstudienunternehmen: Die Fruit Juice GmbH ..........................................................................135
III Übungsfallstudien zum Marketingmanagement.......................................................................................137
1 Hinweise für Lehrende und Lernende........................................................................................................137
2 Transferfragen für alle Fallstudien.............................................................................................................139
3 Übersicht zu den Aufgaben in den Fallstudien..........................................................................................142
4 TOWNBEER...............................................................................................................................................143
4.1 Der Gesamtmarkt..............................................................................................................................143
4.2 Die Produkte und Segmente..............................................................................................................143
4.3 Der Wettbewerb................................................................................................................................145
4.4 Der Vertrieb.......................................................................................................................................145
4.5 Die Kommunikation...........................................................................................................................146
4.6 Das Unternehmen - die TOWN BEER GmbH Co. KG ...................................................................I46
4.7 Aufgaben zur Fallstudie.....................................................................................................................148
5 BuyCycle.....................................................................................................................................................154
5.1 Der Gesamtmarkt..............................................................................................................................154
5.2 Die Marktsegmente...........................................................................................................................154
5.3 Der Wettbewerb................................................................................................................................156
5.4 Der Vertrieb.......................................................................................................................................156
5.5 Die Kommunikation...........................................................................................................................156
5.6 Das Unternehmen Buy-Cycle GmbH ..............................................................................................157
5.7 Aufgaben zur Fallstudie.....................................................................................................................159
6 BodyCare....................................................................................................................................................168
6.1 Der Gesamtmarkt..............................................................................................................................168
6.2 Die Marktsegmente...........................................................................................................................169
6.3 Der Wettbewerb................................................................................................................................170
6.4 Der Vertrieb.......................................................................................................................................170
6.5 Die Kommunikation...........................................................................................................................171
6.6 Das Unternehmen Body Care GmbH ..............................................................................................171
6.7 Aufgaben zur Fallstudie.....................................................................................................................173
7 TimeX.........................................................................................................................................................181
7.1 Der Gesamtmarkt..............................................................................................................................181
7.2 Die Marktsegmente...........................................................................................................................181
7.3 Der Wettbewerb................................................................................................................................182
7.4 Der Vertrieb.......................................................................................................................................182
7.5 Die Kommunikation...........................................................................................................................183
7.6 Das Unternehmen TimeX AG ........................................................................................................183
7.7 Aufgaben zur Fallstudie.....................................................................................................................185
IV Multiple Choice Aufgaben........................................................................................................................193
1 Begriffliche und konzeptionelle Grundlagen.............................................................................................193
2 Analyse und Verständnis der Marktsituation............................................................................................199
3 Festlegung der Marketingziele...................................................................................................................208
4 Formulierung der Marketingstrategien.....................................................................................................211
5 Gestaltung der Marketinginstrumente......................................................................................................216
5.1 Produktpolitik....................................................................................................................................216
5.2 Preispolitik.........................................................................................................................................221
5.3 Distributionspolitik............................................................................................................................226
5.4 Kommunikationspolitik......................................................................................................................230
6 Marketing im Umfeld des Internet............................................................................................................233
Literaturverzeichnis..................................................................................................................................CCXXXVI
Stichwortverzeichnis......................................................................................................................................CCXLI
|
| any_adam_object | 1 |
| author | Eckardt, Gordon H. 1970- Hardiman, Marco |
| author_GND | (DE-588)123619688 |
| author_facet | Eckardt, Gordon H. 1970- Hardiman, Marco |
| author_role | aut aut |
| author_sort | Eckardt, Gordon H. 1970- |
| author_variant | g h e gh ghe m h mh |
| building | Verbundindex |
| bvnumber | BV039945979 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)778480676 (DE-599)DNB1019583142 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01437nam a2200385 c 4500</leader><controlfield tag="001">BV039945979</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">120308s2012 gw ad|| |||| 00||| ger d</controlfield><datafield tag="015" ind1=" " ind2=" "><subfield code="a">12,B08</subfield><subfield code="2">dnb</subfield></datafield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">1019583142</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9783925327988</subfield><subfield code="c">kart. : EUR 18.95 (DE), EUR 19.50 (AT)</subfield><subfield code="9">978-3-925327-98-8</subfield></datafield><datafield tag="024" ind1="3" ind2=" "><subfield code="a">9783925327988</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)778480676</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)DNB1019583142</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">ger</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">gw</subfield><subfield code="c">XA-DE-NI</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">22/ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Eckardt, Gordon H.</subfield><subfield code="d">1970-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)123619688</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing workbook</subfield><subfield code="b">Grundlagen, Aufgaben & Fallstudien</subfield><subfield code="c">Gordon H. Eckardt ; Marco Hardiman</subfield></datafield><datafield tag="246" ind1="1" ind2="3"><subfield code="a">Marketing-workbook</subfield></datafield><datafield tag="246" ind1="1" ind2="0"><subfield code="a">Marketing-Workbook</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Göttingen</subfield><subfield code="b">GHS</subfield><subfield code="c">2012</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">VII, 235, CCXXXVI - CCXLIV</subfield><subfield code="b">Ill., graph. Darst.</subfield><subfield code="c">26 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Literaturangaben</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Hardiman, Marco</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024803972&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-024803972</subfield></datafield></record></collection> |
| id | DE-604.BV039945979 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:14:43Z |
| institution | BVB |
| isbn | 9783925327988 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-024803972 |
| oclc_num | 778480676 |
| open_access_boolean | |
| physical | VII, 235, CCXXXVI - CCXLIV Ill., graph. Darst. 26 cm |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | GHS |
| record_format | marc |
| spelling | Eckardt, Gordon H. 1970- Verfasser (DE-588)123619688 aut Marketing workbook Grundlagen, Aufgaben & Fallstudien Gordon H. Eckardt ; Marco Hardiman Marketing-workbook Marketing-Workbook Göttingen GHS 2012 VII, 235, CCXXXVI - CCXLIV Ill., graph. Darst. 26 cm txt rdacontent n rdamedia nc rdacarrier Literaturangaben Hardiman, Marco Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024803972&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Eckardt, Gordon H. 1970- Hardiman, Marco Marketing workbook Grundlagen, Aufgaben & Fallstudien |
| title | Marketing workbook Grundlagen, Aufgaben & Fallstudien |
| title_alt | Marketing-workbook Marketing-Workbook |
| title_auth | Marketing workbook Grundlagen, Aufgaben & Fallstudien |
| title_exact_search | Marketing workbook Grundlagen, Aufgaben & Fallstudien |
| title_full | Marketing workbook Grundlagen, Aufgaben & Fallstudien Gordon H. Eckardt ; Marco Hardiman |
| title_fullStr | Marketing workbook Grundlagen, Aufgaben & Fallstudien Gordon H. Eckardt ; Marco Hardiman |
| title_full_unstemmed | Marketing workbook Grundlagen, Aufgaben & Fallstudien Gordon H. Eckardt ; Marco Hardiman |
| title_short | Marketing workbook |
| title_sort | marketing workbook grundlagen aufgaben fallstudien |
| title_sub | Grundlagen, Aufgaben & Fallstudien |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024803972&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT eckardtgordonh marketingworkbookgrundlagenaufgabenfallstudien AT hardimanmarco marketingworkbookgrundlagenaufgabenfallstudien AT eckardtgordonh marketingworkbook AT hardimanmarco marketingworkbook |